Methodology
In collaboration with Who Targets
Me, we monitored over 250 Estonian political advertisers during the
2023 Parliamentary Elections to better understand how campaigns use
different targeting methods made available by Meta. To do this, we used
data from the Meta Ad
Library, using the new ‘Audience’ data which gives some detail on
how pages target their ads.
To better understand the regional election, we kept only advertisers
who:
- Advertised in the last 7 days (February 19th - February 25th
2023)
- Advertised in the last 30 days (January 27th - February 25th
2023)
Note: Meta only provides 7, 30 and 90 days windows for the targeting
data in their Ad Library. Meta’s data also lags by a few days. We will
update this report as soon as new data is available.
Topline Statistics
January 27th - February 25th 2023 (Last 30 days)
|
Number of Advertisers |
Top Spenders |
Number of Ads |
Total Spend |
| EKRE |
34 |
1. Eesti Konservatiivne Rahvaerakond (€52,272) 2. Palle Kõlar (€1,437) 3. Paul Puustusmaa (€711)
|
261 |
€61,878 |
| RE |
46 |
1. Reformierakond Tallinnas (€10,382) 2. Eesti Reformierakond (€9,417) 3. Reformierakond Harjumaal (€4,163)
|
540 |
€46,611 |
| SDE |
39 |
1. Sotsiaaldemokraatlik Erakond (€13,698) 2. Tartu ja Tartumaa sotsiaaldemokraadid (€3,094) 3. Jevgeni Ossinovski (€2,094)
|
504 |
€30,151 |
| I |
33 |
1. Isamaa (€9,839) 2. Riho Terras (€2,346) 3. Urmas Reinsalu (€2,273)
|
168 |
€23,523 |
| E200 |
29 |
1. Eesti 200 (€7,661) 2. Eesti 200 Tartu (€2,187) 3. Jaak Laineste Eesti 200 (€1,609)
|
320 |
€16,552 |
| K |
47 |
1. Jüri Ratas (€1,147) 2. Александр Чаплыгин (€995) 3. Igor Gräzin (€917)
|
282 |
€10,695 |
February 19th - February 25th 2023 (Last 7 days)
|
Number of Advertisers |
Top Spenders |
Number of Ads |
Total Spend |
|
|
1. Eesti Konservatiivne Rahvaerakond (€21,702) 2. Konservatiivne Harjumaa (€453) 3. Palle Kõlar (€406)
|
|
|
|
|
1. Sotsiaaldemokraatlik Erakond (€10,236) 2. Tartu ja Tartumaa sotsiaaldemokraadid (€1,454) 3. Jevgeni Ossinovski (€982)
|
|
|
|
|
1. Reformierakond Tallinnas (€2,139) 2. Kristina Šmigun-Vähi (€906) 3. Reformierakond Harjumaal (€829)
|
|
|
|
|
1. Isamaa (€2,942) 2. Urmas Reinsalu (€854) 3. Kristian Taska (€379)
|
|
|
|
|
1. Eesti 200 (€2,332) 2. Jaak Laineste Eesti 200 (€1,095) 3. Eesti 200 Tartu (€955)
|
|
|
|
|
1. Jüri Ratas (€561) 2. Igor Gräzin (€435) 3. Keskerakond (€330)
|
|
|
Spending per Targeting
Criteria
How much did campaigns spend on different targeting methods?
January 27th - February 25th 2023 (Last 30 days)

February 19th - February 25th 2023 (Last 7 days)

Top Targeted Audiences
Here, we show the top targeted audiences for each party
(ranked by amount of Euro spend). Most (but not all) of these audiences
are “interest” audiences, i.e. the parties targeted people interested in
“Books” or “Politics”.
January 27th - February 25th 2023 (Last 30 days)

February 19th - February 25th 2023 (Last 7 days)

Top Contested Audiences
Here, we show the top most contested audiences, i.e. where
all parties have spent considerable amounts of money competing to reach
voters with the same interests. The amount on the right shows the total
Euros spend on that specific target audience.
January 27th - February 25th 2023 (Last 30 days)

February 19th - February 25th 2023 (Last 7 days)

Age Targeting
January 27th - February 25th 2023 (Last 30 days)

February 19th - February 25th 2023 (Last 7 days)

Gender Targeting
January 27th - February 25th 2023 (Last 30 days)

February 19th - February 25th 2023 (Last 7 days)

Education Targeting
January 27th - February 25th 2023 (Last 30 days)

February 19th - February 25th 2023 (Last 7 days)

Job Targeting
January 27th - February 25th 2023 (Last 30 days)

February 19th - February 25th 2023 (Last 7 days)
